“Brands must embed a data-driven approach into every facet of their marketing efforts”

Africa’s leading Digital Powerhouse, Terragon, has released its 2018 Digital Trends Report for Nigeria. The report highlights the importance of personalization, artificial intelligence, online video, digital solutions and digital partnerships as key drivers for the growth of businesses targeting the Nigerian consumer.

The report emphasizes the need for a mobile-focused, data-driven approach both online and offline, as brands and businesses seek to provide a seamless experience to their target audiences.

Tolu Odulawa, Head, Business Operations Terragon stated that going digital is no longer optional, and brands must embed a data-driven approach into every facet of their marketing efforts, especially in the areas of lead generation, customer acquisition, and customer engagement if they are to expect exponential growth in today’s hyper-competitive marketplace.

”Mass marketing doesn’t exist anymore. People are buying from who they trust overtime and who connects with them individually. If you aren’t doing it, your competition is. It’s no longer enough to attract new customers but you need to keep the existing ones,” he said. Brands must, therefore, seek to identify their customers across various touch points and connect with them in the most relevant ways.”